近日，網(wǎng)紅“大鑫”在直播間售賣(mài)“100%純牛肉”涉嫌虛假宣傳一事，引發(fā)廣泛關(guān)注。

據(jù)九派新聞消息，山東的邢先生表示，其在“大鑫”的直播間購(gòu)買(mǎi)了4袋肥牛卷。直播中，“大鑫”介紹該肥牛卷為100%純牛肉，并在紙板上寫(xiě)“假一賠萬(wàn)，支持任何機(jī)構(gòu)檢測(cè)”。

Recent controversy has erupted over Chinese influencer Da Xin, who is facing backlash and a significant fine for misleading consumers during a live-stream session by selling synthetic beef labeled as "100 percent pure beef".

According to a report by Jiupai News, a customer surnamed Xing from Shandong province purchased four bags of "beef rolls" from Da Xin's live-stream channel. During the broadcast, Da Xin prominently displayed a sign promising "If fake, we pay 10,000 times the price, support testing by any institution," and verbally guaranteed the product was pure beef.

但邢先生發(fā)現(xiàn)，該肥牛卷的配料表中除牛肉外，還含有飲用水、食用鹽、大豆蛋白、變性淀粉等其他物質(zhì)。

However, upon receiving the product, Xing discovered the ingredient list included not only beef but also water, salt, soy protein, and modified starch, contradicting the "100 percent pure beef" claim.

當(dāng)?shù)厥斜O(jiān)局：虛假宣傳，處罰6.5萬(wàn)元！

2月6日，山東聊城莘縣市場(chǎng)監(jiān)督管理局以虛假宣傳為由，對(duì)“大鑫”所在公司聊城市鼎友文化傳媒有限公司處罰6.5萬(wàn)元。

處罰決定書(shū)顯示，涉案產(chǎn)品的標(biāo)簽配料表顯示含有牛肉、食用鹽、大豆蛋白、變性淀粉等，經(jīng)查，當(dāng)事人通過(guò)直播形式將合成牛肉宣稱(chēng)為純牛肉的行為構(gòu)成通過(guò)直播對(duì)商品作虛假宣傳的違法事實(shí)。該產(chǎn)品在當(dāng)事人直播間鏈接共計(jì)銷(xiāo)售397單，每單89.9元，共計(jì)銷(xiāo)售金額35690.3元，當(dāng)事人按照10%收取直播帶貨傭金，共計(jì)收取3569元。

On Feb 6, the Market Supervision Administration in Shen county, Shandong province, penalized Da Xin's affiliated company, Liaocheng Dingyou Media Co, for deceptive marketing practices. The company was fined 65,000 RMB.

An investigation confirmed the product was a processed composite, and not pure beef. The influencer's promotional content, delivered during live-streamed sales, falsely represented the item, constituting illegal false advertising. Records showed 397 orders were placed through the influencer's link at 89.9 RMB each, totaling 35,690.3 RMB in sales. The company earned 3,569 RMB in commissions from these sales.

依據(jù)《網(wǎng)絡(luò)反不正當(dāng)競(jìng)爭(zhēng)暫行規(guī)定》第三十四條、《中華人民共和國(guó)反不正當(dāng)競(jìng)爭(zhēng)法(2025修訂)》第二十五條第一款以及《中華人民共和國(guó)行政處罰法》第二十八條的規(guī)定，2月6日，莘縣市場(chǎng)監(jiān)督管理局對(duì)聊城市鼎友文化傳媒有限公司予以行政處罰，罰款65000元，上繳財(cái)政。

關(guān)于消費(fèi)者損失的相關(guān)處理，莘縣市場(chǎng)監(jiān)督管理局工作人員表示，由于聊城市鼎友文化傳媒有限公司向該局出具了拒絕調(diào)解書(shū)，根據(jù)《市場(chǎng)監(jiān)管投訴舉報(bào)處理暫行辦法》第二十一條，該局終止調(diào)解，消費(fèi)者如需對(duì)方賠償，可以通過(guò)法律途徑解決。

“按照法律規(guī)定，他應(yīng)該賠我500元，我準(zhǔn)備起訴?！毙舷壬硎尽?/p>

The administration cited violations under relevant anti-unfair competition and consumer protection laws. However, regarding consumer compensation, the company refused mediation. Officials stated that affected consumers would need to seek direct compensation through legal channels, as the company had rejected regulatory mediation. Xing has stated his intention to sue, seeking 500 RMB in statutory compensation.

“大鑫”致歉但未賠償消費(fèi)者

2月13日，“大鑫”在其賬號(hào)上發(fā)布道歉視頻稱(chēng)，做錯(cuò)了就該罰，是講解產(chǎn)品環(huán)節(jié)出了問(wèn)題，產(chǎn)品是符合標(biāo)準(zhǔn)的。

“不應(yīng)該供應(yīng)商或者廠家寫(xiě)出來(lái)什么，就放心去讀，因?yàn)橛泻芏噙`禁詞不能出現(xiàn)在直播間講解產(chǎn)品當(dāng)中，我對(duì)自己專(zhuān)業(yè)知識(shí)的不足承認(rèn)錯(cuò)誤?！蓖瑫r(shí)，“大鑫”在視頻中表示，不認(rèn)可有人在此事上對(duì)其進(jìn)行敲詐勒索。

On Feb 13, Da Xin issued a public apology video, acknowledging the mistake and the fine. He attributed the error to a lack of professional knowledge, claiming he simply read the product information provided by the supplier without verifying its accuracy for a live-stream format.

“大鑫”的賬號(hào)主頁(yè)顯示，目前，其粉絲量已超199萬(wàn)。

Despite the apology, reports indicate no compensation has been offered to affected buyers. Da Xin's social media profile currently boasts nearly 2 million followers.

邢先生的代理律師北京富力律師事務(wù)所殷清利表示，目前已經(jīng)有十多位消費(fèi)者主動(dòng)聯(lián)系欲共同提起欺詐消費(fèi)民事訴訟。

《中華人民共和國(guó)消費(fèi)者權(quán)益保護(hù)法》第五十五條第一款，經(jīng)營(yíng)者提供商品或者服務(wù)有欺詐行為的，應(yīng)當(dāng)按照消費(fèi)者的要求增加賠償其受到的損失，增加賠償?shù)慕痤~為消費(fèi)者購(gòu)買(mǎi)商品的價(jià)款或者接受服務(wù)的費(fèi)用的三倍；增加賠償?shù)慕痤~不足五百元的，為五百元。

來(lái)源：中國(guó)青年報(bào) 九派新聞 魯網(wǎng)聊城

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